Brutally Honest #51 by Matej Lancaric
Brutally Honest #51 by Matej Lancaric
No 💩 BS newsletter with useful stuff about UA in the post IDFA world
New week, new fun! Enjoy ...
🥃 Drink talk
Okay okay okay, this is the last time I am going to mention Istanbul Gaming Summit. Oh my fucking god, what a great event. Special thanks to the Deconstructor of Fun & Google for organizing. If you missed it in person, you could watch the full stream here https://www.youtube.com/live/duB6lLuWZeU?feature=share
If you like to read, my friend Neil Long wrote a nice report. Check it out!
🕺🏻 Tip of the week
How to improve creatives? There are 2389273872362 ways how to make that happen. What is not discussed too often, but has significant impact on the performance (at least in my view) is the pace of the creative. What do I mean by that?
Different audience segments resonate with different creatives, right? Yeah, we know that.
Same thing with the pace. Female like to see slower, calm & relaxing creatives whereas male like to see fast, action packed creatives that catch their attention. Is that so? I usually like to test these hypotheses, so here you go:
Slow
CPI: $1.23
IPM: 8.2
CTR: 1.54%
Faster
CPI: $1.76
IPM: 7
CTR: 1.14%
Slow
CPI: $2.45
IPM: 4.3
CTR: 1.08%
Faster
CPI: $1.67
IPM: 6
CTR: 1.4%
With Battle Legion creatives I don’t even see the pace difference. They look exactly the same to me, but who am I to judge.
Anyway, it’s an easy hack how to get multiple iterations out of one video and test it against each other. Go!
💀 Dr. Doom is not amused
One of my industry friends amused me with his direct and honest TL;DRs, so we agreed to share it here too! My friend remains anonymous as Dr.Doom!
"After announcing a flashy trailer of original angry birds remake in 2022 Rovio pulled down the android version of the game this month. After renaming the app, removing the AB name from it and playing with metadata for "11 months" (actual quote!) it seems that the multimillion F2P company was still no match for a 1$ premium game which endangered it's existence by being "listed" on the store. But it impacted only "search results" not sales. What a time to be alive!"- Sincerely Dr. Doom (https://www.pocketgamer.biz/news/81008/angry-birds-was-delisted-due-to-its-effect-on-search-not-sales/)
🎮 two & a half gamers #55
Answering questions about SKAN 4.0. What are the most significant differences between SKAN 3 and 4? Could we see full creative data on iOS? and much more? Tune in:
🎧 Listen on Spotify
📺 Watch on Youtube
🦄 Diary of a Dancing Unicorn
Today was a good day.
Hey! Need to discuss something now. Can we get on a call today?
Unfortunately no, my full week’s schedule is always planned on monday morning. I would need at least 24 hours to adjust my day to find time.
What do you mean no, you are here for us. Find time now!
Wait, what? I mean yes, but would be great if you could respect my time as well.
… we are paying you, so be available ..
Yeah, not anymore. Thanks for the cooperation. Good luck with everything.
Today was a good day.
🤺 Quote of the week
“I am not Mr. Kumbaya like Mishka or Mr.Matej over there” Eric, Istanbul Gaming Summit presentation
Actionable deep dive into SKAN 4.0
🧞 Level up yourself
I launched a YouTube Channel. I'm putting a ton of energy into creating valuable content I think you'll like. Check out the latest stuff, and give me a like and subscribe.
👾 Nostalgia games
Do you remember this game? What did you play when you were young?
The Secrets of Monkey Island!
Play here: https://www.retrogames.cz/play_492-DOS.php
🥦 Before you go
Appflyer just released state of gaming report. Find out more: https://www.appsflyer.com/infograms/gaming-app-marketing/
Thanks for reading this week’s newsletter!
Please do me a favor and share this with someone in your network who you think would benefit from the insights and brutal honesty. It would mean a lot to me!
Take care, everyone! See you next Monday!
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